Content

The unit will develop students' knowledge of the scope of research in marketing, together with the processes and techniques used in marketing research. Specific topics include an introduction to research in marketing, problem definition, research design, qualitative and quantitative methods, data collection instruments, qualitative and quantitative data analysis, univariate and multivariate statistical analysis, the development of business marketing models, reporting and presentation of results. Applications of marketing research in various marketing areas of strategic analysis, pricing, brand management, consumer behaviour and sales forecasting will also be discussed.